webinar: the programmatic marketing opportunity

Chango Mini-webinar:The ProgrammaticMarketing Opportunity

Dax HammanFounding Team, CROdax@chango.com@daxhamman

Marketers need solutions and partners, not just more technology

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CHANGO OVERVIEW

How we help

GAIN INSIGHTAnd better understandYour data & audience

RAISE BRAND AWARENESSand widen the funnel

PROSPECT AND FINDNEW CUSTOMERS

RETARGET AND CONVERTmore of your existing customers

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TECHNOLOGY OVERVIEW

Our Programmatic Marketing Platform

v

v

v

Your 1st Party Data

Chango Data Management

Platform

Audience Insights & Targeting

Inventory

Sources

VIDEO

MOBILE

DISPLAY

SOCIAL

CRM DataOn Site Data

Programmatic Buying &

Algorithmic Efficiency

3rd Party Data

Overlays

Chango Demand Side

Platform

Real-Time Reporting

‘Big Data’ simply means ‘more data’, lots of it to be precise. And it’s unstructured and somewhat scattered.

So the promise of ‘Programmatic Marketing’ is to make big data actionable, and make our marketing programs more efficient.

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PROGRAMMATIC EVERYWHERE

It started with RTB for display,it will end with everything….

RTB

Remnant Premium Mobile Social Video OOH Print Radio TV e.g. Glassese.g. RFID

$

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PROGRAMMATIC EVERYWHERE

On the way to work, the search begins…

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PROGRAMMATIC EVERYWHERE

Running late, she decides to jump in a cab…

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PROGRAMMATIC EVERYWHERE

And passes billboards on the way…

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PROGRAMMATIC EVERYWHERE

When she does arrive, she starts by checking Facebook ;)

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PROGRAMMATIC EVERYWHERE

The radio is on in the office…

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PROGRAMMATIC EVERYWHERE

And her phone is always with her…

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PROGRAMMATIC EVERYWHERE

Finally, the products are 3D printed on demand, to her specification

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PROGRAMMATIC EVERYWHERE

Stalking is when 2 people go for a long, romantic walk together…

…but only oneof them knows about it!

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PROGRAMMATIC EVERYWHERE

Billboard experiments in London and Times Square

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PROGRAMMATIC EVERYWHERE

We have already started ‘cookie’ing’ individuals

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Ignore Big Data at your peril

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PROGRAMMATIC APPROACH

Data + inventory source + optimization real time

Site DataSearch & Browsing

Data

CRM Data Demo Data

+$

Display Banners

FBX Video Exchanges

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BIG DATA

Collecting your data

2. Universal cookie/profile on every user1. Easily pass in 1st party Data

1st party data can be collected through a ‘front end process’, through a pixel. This can be made easier with a tag management partner.

Data can also be passed through a ‘backend process’, or what is called cookie syncing

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Retargeting is fundamentally broken

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CONVERT SITE VISITORS

Programmatic Site Retargeting focuses on the true value of each site visitor

WHY USE IT?- Re-engage with visitors that

matter, even on FBX- Full transparency- Reduce wastage- Fully managed solution

Advanced Site Retargeting

Standard RetargetingAll visitors treated the same

Dynamic ads based on pages viewed

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3RD PARTY DATA

Search data

Over 8 Billion searches captured every month!

CATEGORY SEARCHES CAPTURED POPULAR SOURCE

Retail

Electronics

Travel

Auto

Finance

Telecom

CPG

Sports &Entertainment

Other

2+ Billion

1.5+ Billion

1+ Billion

750+ Million

750+ Million

650+ Million

550+ Million

450+ Million

350+ Million

Designer Purse

xBox 360

Car rentals

Best winter tires

Low APR

iOS 7

Pregnancy diet

Iron Man

Emergency plumber

Using search data outside of SEM• Search behavior indicates

consumers’ intent very clearly and can be used to find the desired audience.

How do we use it• Search behavioral base targeting

can be layered with other data points (e.g. demographic data, CRM data)

• Optimization will be at the keyword level; not segmentation to ensure the most granular

• Each restaurant will have a unique set of keywords to be used based on the target audience profile.200,00+ publishers

• Largest source of Search data outside Google

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WHY USE IT?- Find new customers- Exclusive access to Chango’s

300+ million search profiles- Easy onboarding & fully

managed campaigns- Boost brand awareness

PROSPECT FOR NEW CUSTOMERS

Search Retargeting reacts to hand-raisers based on their searches

HOW IT WORKS:

An Individual searches

Chango identifies those searches

Target only those relevant individuals based on the terms that matter to you

Search Term

Search Term

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Video

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THE FACEBOOK EXCHANGE

• Large scale• Drive conversions• Can include total "Likes"

from FB Page

2 types of Ads: Right-hand side Ad and also News Feed Post Ad

FBX RIGHT-HAND SIDE AD

• Prominently placed in News Feed

• Linked to FB Page• Drive Likes, Comments

Shares & Conversions

NEWS FEED PAGE POST ADS

Chango offers FBX ad creative services, ask us for details

Questions

For more information visit

chango.com/resources

DAX HAMMAN

Chief Revenue Officer

dax@chango.com